New TIAA-CREF Print Advertisements Connect Smartphone Users With Financial Advice

First U.S.-Based Financial Company to Use Quick Response Technology

TIAA-CREF’s new “Make a Change for the Good” print advertising campaign represents the first time a U.S.-based financial company has used Quick Response code technology to connect smartphone users to an investment consultant.

The first advertisement, which debuts today in The New York Times, invites smartphone users to take a picture of the Quick Response code to connect by phone with one of TIAA-CREF’s noncommissioned¹ investment consultants in just one click. TIAA-CREF delivers what Forbes calls “the most extensive workplace advice.” ²

“Now getting the market’s most extensive advice on your financial plan is as easy as snapping a picture,” said Jeff Fleischman, the company’s Chief Digital Officer. “That’s a real convenience for an upcoming generation of savers, and part of our aim to help you keep your savings on track however you prefer to reach us.”

Nearly 13% of TIAA-CREF’s 3.6 million participants are between the ages of 25 and 34, the same age range of the majority of smartphone users, according to Nielsen.

“Sometimes the hardest part of getting started on a plan is picking up the phone,” added Fleischman “QR code marketing is one way to encourage our more tech-savvy participants to call us. We know that people who have a financial plan are more likely to save more and are better prepared to weather the ups and downs of the market.”

To scan QR codes, you need a smartphone with a camera and a code reader. Search for "QR code reader" in your search engine or at your smartphone’s official app store for a free code reader.

About TIAA-CREF
The TIAA-CREF group of companies is a national financial services organization with $374 billion in combined assets under management (as of 06/30/09) and the leading provider of retirement services in the academic, research, medical and cultural fields. Further information can be found at www.tiaa-cref.org.

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¹ Our advisors/Individual Consultants receive no commissions. We compensate them through a salary plus incentive program that rewards client service as well as financial results.

² "Playing The Numbers" published in Forbes magazine's 2009 Investment Guide.

TIAA-CREF Individual & Institutional Services, LLC and Teachers Personal Investors Services, Inc., members FINRA, distribute securities products.